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5 Evergreen Content Tips for a Year-Round Marketing Strategy

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5 Evergreen Content Tips for a Year-Round Marketing Strategy

Does your content strategy use the “luck” of the green?

If you publicera evergreen content, it does.

Evergreen content feels like a lucky strike – reaching a person at the exact moment they need it. Devoting some percentage of the content you produce to evergreen topics helps you get the most from your content marketing investment. It also can generate growth in subscribers, followers, or customers by serving go-to help and guidance website visitors want.

Think of including evergreen content in your strategy as seeding a forest of opportunities for your brand’s content marketing.

Include evergreen #content in your #ContentMarketing strategy to seed a forest of opportunities, says @AnnGynn via @CMIContent. Klicka för att tweeta

What is evergreen content?

By definition, evergreen content stays “fresh” and has no expiration date. The term derives from trees and bushes that keep their green needles regardless of the season­ (they never go dormant). Similarly, evergreen content maintains or increases its value during a long (sometimes infinite) shelf life because it’s relevant – but not necessarily timely.

Content marketing is all about delivering the right content to the right person at the right time. But zeroing in on the exact moment a specific person needs a particular content piece isn’t easy.

Including evergreen content (blog posts, articles, videos, infographics, etc.) as part of your marketing strategy helps. Think of your evergreen pieces as the canned goods in your content arsenal. A well-stocked content pantry means visitors will always find something worth consuming.

Evergreen #content is like a well-stocked content pantry – it ensures visitors will always find something worth consuming, says @AnnGynn via @CMIContent. Klicka för att tweeta

1. Choose an evergreen topic (and make it timeless)

You probably already have a lot of evergreen content – or potential evergreen content – in your library. They’re the timeless pieces (often SEO champions) that attract visitors month after month.

Here’s an example. Betty Crocker sells cake mixes and frosting, so articles that explain how to decorate a cake make sense for the company’s content marketing strategy. The brand’s evergreen article It’s the Perfect Time To Try These 5 Surprisingly Easy Cake Decorating Techniques appears high on the search result page for “how to decorate a cake.”

1647514309 520 5 Evergreen Content Tips for a Year Round Marketing Strategy

What makes this piece evergreen? First, notice that the headline doesn’t tie the article to any event or holiday, even though cakes figure prominently in birthdays and seasonal celebrations.

Even though the publish date (March 19, 2020) appears at the top of the page, most readers won’t care even if they notice. After all, basic cake decorating tips don’t expire or change drastically.

Notice, too, that the multiple cakes on display offer enough variety to avoid limiting their appeal. (The pastel pink cakes might bring to mind Valentine’s Day, Easter, or a birthday, but the chocolate cakes keep the image applicable to more than just those events.)

TIP: Avoid trendy or seasonal images in evergreen articles. Timeless images send the signal that the content remains relevant today.

Avoid trendy or seasonal images to keep evergreen #content relevant all year long, says @AnnGynn via @CMIContent. Klicka för att tweeta

Now, let’s look at the first paragraph:

If you’ve got time and energy, we’ve got the techniques you need to make beautifully decorated cakes. And don’t worry, there’s no experience required. Despite their impressive looks, these techniques are beginner-friendly!

That paragraph could have been written yesterday or 30 years ago. Regardless, someone who wants to know how to decorate a cake – a member of Betty Crocker’s target audience – would still find the advice helpful.

2. Create evergreen content about timely topics

Although evergreen pieces should be timeless, you can write about timely topics in an evergreen way.

For example, I wrote an article called Should the News Disrupt Your Content Calendar? Here’s How To Decide two years ago. Look at the publish date: March 17, 2020.

You can guess which “news” I was thinking about when I wrote it. But I didn’t mention the pandemic or COVID-19 in the article. The topic – news disrupting your planned content – felt timely, but I wrote it in an evergreen style by not focusing specifically on the news of that moment.

Tip: Before creating content about a timely topic, brainstorm all the related possibilities. Then, ask yourself which ideas would serve your audience well now och in the future. Prioritize the development of these ideas.

Before creating #content, ask yourself which ideas would serve your audience now and in the future, says @AnnGynn via @CMIContent. Klicka för att tweeta

3. Turn existing content into evergreen pieces

You can modify existing content to create an evergreen version – even if you hadn’t planned the piece as evergreen from the start.

Let’s look at how the process could work using this article from NerdWallet: How To Find the Best Tax Preparer or Tax Advisor Near You. It’s dated Jan. 21, 2022 – timely for the current tax season. The article covers seven fairly timeless tips for finding a good local tax preparer. But the fourth tip includes dated information – a statistic about the average fees in 2020 – that makes the article already feel a little less than fresh.

1647514309 922 5 Evergreen Content Tips for a Year Round Marketing Strategy

To create an evergreen version of that article, NerdWallet could simply remove that sentence. This minor edit would have little impact on the article’s usefulness – it’s a nice-to-have detail that’s not necessary to the piece’s value.

Think about how you can modify sections of your timely content to create evergreen versions of them. It may be as simple as writing a new intro to take out seasonal or dated references and publishing a new version.

The work needed to republish evergreen versions of your content would likely take fewer hours than creating an entirely new piece.

4. Link out to timely info

Evergreen content can still encompass a timely element without mentioning the time in the actual article. Let’s go back to the NerdWallet example. It includes a bullet (and link) that reads, “Find a local tax preparer for free: See who’s available to help with your taxes in your area.”

1647514309 335 5 Evergreen Content Tips for a Year Round Marketing Strategy

That list will change every year. But the article remains evergreen (but still helpful) because it doesn’t include the frequently changing details – it simply points readers to a page where the (presumably frequently updated) information lives.

5. Plan to create evergreen content

You probably create evergreen content without giving a second thought to its “evergreen-ness.” But taking a deliberate approach to planning and creating evergreen content will bring you more luck, prosperity, and growth.

Follow these tips to ensure evergreen content is part of your content planning:

  • Think about each content piece’s topic and purpose. Which ones would do well as evergreen content?
  • Schedule a minimum number of evergreen pieces. You might decide to designate a percentage of total expected content creation to evergreen topics. Or you might plan to publish on evergreen topics two times a month, three times a week, or on some other interval. The point is to create it purposefully.
  • Highlight evergreen pieces on your content calendar (in green, maybe?). Noting evergreen content helps when you need to adjust the calendar to accommodate timely topics that pop up.
  • Choose mål for evergreen content performance that are appropriate to a long lifespan. For example, you may expect evergreen pieces to do well over six months or a year rather than within a single month or quarter.

And with that, your evergreen content should help your brand see green from its content marketing.

HANDPLOCKAT RELATERAT INNEHÅLL:

Vill du ha fler tips, insikter och exempel på innehållsmarknadsföring? Prenumerera till arbetsdags- eller veckomail från CMI.

Omslagsbild av Joseph Kalinowski/Content Marketing Institute




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The Importance of Social Media Customer Service

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The Importance of Social Media Customer Service

In today’s digital age, social media has become a crucial part of every business’s marketing and communication strategy.

With the majority of consumers using social media platforms to engage with brands, it is imperative that businesses provide effective customer service on social media.  Social media customer service not only helps businesses to engage with their customers in real-time but also allows them to build trust, improve brand reputation, and increase customer loyalty.

If you still consider having social media customer service as an additional liability and have no idea about its importance – then you are at the right place. In this article, you’ll get to know about the benefits of social customer service just for your socials that will not only contribute to your brand’s reputation but will also boost its lead generation efforts. So, keep scrolling!

Benefits Of Social Media Customer Service

1. Address Customer Queries Faster

With traditional customer service methods like phone or email, addressing customer queries takes at least 24 hours to 48 hours during working days. But, on social media, you can resolve your customer’s issues comparatively faster – within just a couple of minutes.

By using social media to handle customer inquiries, businesses can provide a quicker turnaround time for responses, ensuring that customers receive the support they need in a timely manner.

Social media provides a platform for businesses to engage with customers in real time. Through live chat and direct messaging, businesses can provide personalized and interactive support to their customers that can help to resolve issues quickly and efficiently.

Imagine, if it had been an email – how much time it would have taken to resolve the issue considering the continuous to and fro processes for each and every response. Besides, it’s quite unlikely for your customers to be active on their emails 24×7.

2. Increase Brand Awareness By Reaching More Customers Across The Globe

Brand awareness isn’t a one-time strategy for your brand – it’s an ongoing process, and providing customer service on social media gives you an edge to boost your branding strategy.

When you address your customer’s queries faster on a public forum like social media, you gain more eyeballs from your potential leads. When they see your response to customer requests, they will understand that you take your customers’ complaints seriously. Such an approach demonstrates your commitment to customer satisfaction, which can help to increase brand awareness.

3. Get Your Leads Organically Through Positive Word Of Mouth

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Social media provides a platform for businesses to engage with potential leads and nurture relationships actively. By responding to comments and messages in a timely and helpful manner, businesses can show potential customers that they are attentive and committed to providing excellent service. This can help build trust and establish a positive brand reputation, ultimately leading to increased conversions and sales.

4. Give A Boost To Customer Loyalty By Increasing The Rate Of Customer Retention

Social media customer service can give a boost to customer loyalty and retention in two major ways:

By providing timely and effective support on social media, you can address any issues or concerns that your customers may have and resolve them quickly. This can lead to increased customer satisfaction and a greater likelihood of customers returning to do business with your brand in the future.

Social customer service provides an opportunity to gather feedback and insights from customers using social media analytics tools. These customer insights can be helpful in improving your products and services and tailoring them to meet your customer needs better. By taking into account customer feedback, you can show that you are committed to improving the customer experience, which can lead to increased customer loyalty and retention.

5. Encourage Social Selling By Addressing Customer Objections Instantly

1680176548 185 The Importance of Social Media Customer Service

Social media offers a real-time platform for businesses to engage with customers, respond to their questions and concerns, and address any objections they may have to a product or service.

When you offer helpful and on-time responses to your customers, it shows how much you, as a brand, care about your customers’ problems. Such an impression encourages brand loyalty among customers and instills a credible brand image that helps increase sales.

Moreover, by addressing objections instantly, you can overcome any reservations that potential customers may have about a product or service. This will generate positive word of mouth because your customers will surely go ahead and share their positive experiences with your brand in their network, which will ultimately boost your social selling scopes.

6. Handle Your Brand’s Crisis Situations Better By Addressing Issues Promptly On Socials

Be it a bad customer experience or a false rumor on social media – such crises are quite major for online brands these days and end up impacting the brand’s image. However, in such a crisis, your brand can use social media to address customer concerns and update your followers promptly. This can help prevent the spread of misinformation, mitigate reputational damage, and maintain customer trust and support during crises.

By addressing your customers’ negative and positive concerns on social media, your brand can remain transparent and show that you’re taking serious steps to resolve the issue. This can help to alleviate customer problems and prevent the situation from escalating.

7. Enjoy Scopes Of Better Social Listening For Your Brand

By monitoring social channels and listening to what your customers say on social media, you can quickly identify customer issues, track sentiment around your brand, and gather valuable feedback on your products and services.

This information can be used to improve your customer experience and make data-driven decisions that drive business growth. With social listening, you can also stay ahead of potential crises, address negative feedback promptly, and maintain a positive brand image on social media.

There are also ample tools like Hootsuite, which can help you perform better social listening without spending hours on social media channels searching for your brand mentions or analyzing your customer conversations. However, if the price is a major concern for you, there are many Hootuiste alternatives that help you enjoy the same features without making a dent in your pocket.

Slutsats

Social media platforms are undoubtedly the best place to advertise a business and with the increasing reliance of consumers on these channels to communicate with brands, businesses cannot afford to ignore the importance of providing effective customer service on social media. By embracing social media as a critical customer support channel, businesses can gain a competitive edge, boost customer satisfaction, and drive growth and revenue in the long run.

Are you leveraging the power of social media to provide exceptional customer support and drive business growth?

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Google Bard vs. the New Bing

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Google Bard vs. the New Bing

The author’s views are entirely their own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

This week I’ve been fortunate enough to get access to both Google Bard and the New Bing, so a day later, I’m here to share my first impressions.

What is the new Bing?

“The new Bing” is the product of Microsoft’s unholy alliance with OpenAI, makers of the now infamous ChatGPT. This development promises to have seismic effects on the search ecosystem, with Microsoft’s CEO saying they’re happy to accept “demonetization” of search in their pursuit of market share, and Google extremely concerned about the threat ChatGPT technology poses as an alternative to their core search business.

Of course, by now we’ve all also seen various viral posts and tweets showing just how dangerous it can be to use chat AI as a search engine, but that’s a topic for another day. For now, the point is that Bing is making moves.

1680151292 874 Google Bard vs den nya Bing

When I perform a search on “old bing” now, I can see this box inviting me to try the new one. You’ll notice a key detail here: it’s only available in Microsoft Edge. Yikes. Big Microsoft Energy. Fortunately for you, the reader, I have dusted off everyone’s fourth-favorite browser so you don’t have to.

Performing the same search in the new Bing, I can see identical organic results, but rather different features:

1680151293 620 Google Bard vs the New Bing

The “mustelid masters” box above the organic results is new, and contains AI-generated text with a voice-to-speech capability. It’s a six-part story, with sometimes surprising accompanying imagery:

1680151294 277 Google Bard vs den nya Bing

You can see here that a picture of wrestling has been sourced to accompany the text about badgers wrestling. These AI-generated boxes don’t appear for most queries — only clear and uncontroversial informational intents.

The phrase “Mustelid masters” itself seems to be original to this box.

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Lastly, one of the tabs in the story cites the Wisconsin Badgers, and a page which is entirely unrelated to the content at hand, so perhaps Bing is also citing its sources for disambiguation here?

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You’ll notice the addition of an “Open Website” button next to the top result on the SERP — perhaps a way of compensating a little for loss of organic click through rate?

The “chat” tab is also present on old Bing, but just shows you a message telling you to go to Microsoft Edge.

lås upp konversationssökning med Microsoft edge

The phrase “conversational search” here is interesting, given this was a phrase Google introduced in 2013.

If we do use Microsoft Edge, we see a chatbot interface in this tab, but with some nice additions. Switching over to this from a regular search result pre-loads my previous query from organic search:

bing chattgrävlingar

There’s a bunch of different modes available at the top, and also citations in the search results — both welcome improvements over the likes of ChatGPT.

Now, how about Bard?

What is Google Bard?

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Well, not very self-confident, for one. But that’s probably a good thing.

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Bard is also, right now, not anywhere near as integrated with search. In their announcement on February 6th, Google teased Bard in a way that made it look very much like a SERP feature, similar to Bing:

1680151296 754 Google Bard vs the New Bing

However, the version we have to play with now is more of a dedicated chatbot interface.

It was probably already the case that Google was pushed to move far sooner than they hoped with this technology, and of course they have much more to lose from messing with organic search than Bing does. So, it shouldn’t be a surprise to see the slower and more cautious approach.

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Now, it probably should be noted that chatbots are not really designed for me to just enter a one word keyword like “badgers”, like I might do in organic search. But, like Bing’s chat tab, I get something resembling an informational result. So, let’s compare side by side.

Bard vs. new Bing, side-by-side

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1680151298 249 Google Bard vs the New Bing

Click here to see the full side-by-side comparison.

The most obvious difference, at least to an SEO’s eye, is the presence of citations in the Bing result. Not knowing where source information comes from is one of the biggest challenges for users when dealing with this kind of technology, so that’s a huge differentiator.

när skulle bard använda citat

Bard does claim to include citations. My colleague Mike was able to trigger them, and captured it in this clip. It’s definitely far, far less ubiquitous than on Bing.

That said, I like that the framing of Google’s solution — with multiple draft answers presented and “enter a prompt here” — which makes it clearer I’m dealing with something that is not a source of unassailable truth.

I was also intrigued by the localization of Bing’s result. It mentions the UK in its response, which is where I’m searching from, and shows UK websites in the citations. So I asked them both a follow-up question about my location:

bard är grävling populära här
bing är grävlingar populära här

Bing repeats itself, but Bard just seems to assume I’m in the US. Unfortunate.

Slightly commercial query

Many SEOs will be more interested in how technology like this might fit into their marketing funnel. Let’s try a classic top-of-funnel query:

1680151302 42 Google Bard vs den nya Bing
1680151302 616 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison.

There isn’t really an objective answer here, but both results are broadly sensible. That said, the Bing answer is both a narrower list and far richer.

Interestingly, neither result seems deterministic.

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1680151303 638 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison.

Bing can produce different answers to the same question in different windows, and so can Google.

1680151304 928 Google Bard vs the New Bing
1680151304 183 Google Bard vs the New Bing

Click here to see the full side-by-side comparison.

This may be a contentious point when SEOs start optimizing for these answers, and want to measure their results. Of course, regular organic rankings can vary massively between locales and even days of the week, but generally speaking, if you search twice from the same computer (in private browsing windows etc) you’ll get the same results. Not so here.

Conspiracy theories

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1680151306 45 Google Bard vs den nya Bing

Click here to see the full side-by-side comparison. 

Neither solution fell for some obvious conspiracy theory bait, which is encouraging to see. I actually don’t mind at all Google’s more cautious “I can’t assist with that” here. I wasn’t able to provoke a similar reaction out of Bing for any query, but I also wasn’t able to provoke it to say anything abhorrent – I’m sure others will, though.

What next for SEOs?

For both platforms there are major questions before SEOs can really engage and consider them an important part of their work.

For Bing, will this have adoption? Most SEOs have not made the habit of optimizing for Bing in recent years, but there is redan talar om ökad Bing marknadsandel.

För Bard, hur, om alls, kommer detta att integreras i sökningen? Den nuvarande plattformen är tydligt markerad som ett experiment och är mer som ChatGPT än den är som de mock-ups som Google visade oss i februari. Eller kommer användarna att uppmuntras att använda det som sin egen sak?

För båda plattformarna finns det stora frågor om hur SEO:er kan gå tillväga för att optimera för att få sina kunder att nämna, och faktiskt positivt omnämnda i resultat – det finns massor av otrevliga möjligheter här, och Wikipedia är förmodligen den mest uppenbara. En gång nämnt, hur mäter man detta? När jag klickade mig vidare till min egen sida från Bings chattflik, såg den bara ut som all annan organisk Bing-trafik. Rankspårning är också ett intressant problem, och du kan vara säker på att Moz och STAT kommer att publicera inlägg i framtiden om hur vi hanterar dessa funktioner – håll koll på det här utrymmet!

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What Is AI Analytics?

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What Is AI Analytics?

Vår Marknadstrender 2023-rapport fann att datadrivna marknadsförare kommer att vinna 2023. Det är vettigt, men dataanalys kan vara utmanande och tidskrävande för många företag.

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